Sponsor (Oct-Dec 1964)

Record Details:

Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.

Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.

children as there is in higher income households with no children. As the previous figures show, however, this is not a cause for alarm among advertisers. It takes no great stretch of the advertising imagination to picture a housewife of moderate means who has one or more small children using tv as an entertainment and information medium during the day, while an upper-income housewife, with no children to tie her to the household, has more time during the day to devote to community, church and social activities outside the household. The home-bound housewife, at the same time, is frequently a better market for many tv-sold products, from Tide and Vel and Bufferin to convenience foods and Band-Aids. She's even a market for certain high-ticket items she feels the family should have, from new tv sets to new cars and electrical appliances. The fact that one segment of the daytime women's audience does the heaviest viewing of daytime tv has other significance for major tv advertisers. In general terms, the sheer "reach" of daytime television in creases faster than does nighttime tv, for a given amount of brandbudget dollars spent over a one to three month period. (See Table VI). When you hit a particular level of "reach" (roughly, around 75 percent of women) in daytime tv, it becomes harder and harder to add more new women to the audience, no matter what the budget. NBC-TV, which has worked out much of the advertising mathematics involved, figures it this way: "At the $200,000 brand budget level, day delivers approximately 15 points more 'reach' than night; five points more at $400,000, and leads night up to budgets of just under $600,000. Daytime, with its high rate of accumulation at budget levels under $600,000, cumes faster than nighttime. At higher budget levels, nighttime plans provide greater reach than daytime. "Examining combination plans, it is seen that they probably don't merit consideration at less than the $500,000 budget level — where their reach is less than daytime alone — but add up to about five points in reach at higher budget levels." In other words, as an advertiser who wants to reach women as his primary target, you will get your greatest efficiency and reach in daytime tv up to the point where you are spending about $600,000 per brand for one month or even six months and more. Thereafter, if you want to expand the reach, you must add nighttime tv as well. Meanwhile, you're not losing, if you continue beyond the $600,000 mark in daytime tv, since you will add greater frequency — i.e., reach the same women more often. (See North of the border, it's 'Dayprime' In Canada, the word for daytime television is "Dayprime," an item of tv nomenclature coined by the Canadian TvB's Ed Lawless. Said Lawless last spring: "When the audience is right, and the cost is right, daytime is prime time." Indeed, daytime tv in Canada is as much a selling force as in the U.S., and is in some ways stronger. The weekly reach of Canadian daytime tv compares most favorably with that in the U.S.; in a week, "dayprime" reaches 53 percent of all Canadian women. In a multi-station major Canadian market, according to a recent McDonald Research study, three daytime announcements weekly provide a reach of 43.7 percent, and an average frequency of 1 .2. Table V). Much the same happens in nighttime tv alone, or even in a day-night combination, since you will be bumping your head against the law of diminishing returns (as far as sheer reach is concerned) when you're spending about a million dollars a month in a wellselected day-night schedule and reaching over 90 percent of the potential female tv audience. (To reach 100 percent, you'd have to rob Fort Knox and buy up all network schedules and local slots of affiliates and independents; it isn't worth trying.) Here's the over-all situation at a glance: • Daytime network tv is a medium that can claim a huge women's audience — it reaches 40 million or more women in a week's time. • A segment of the daytime audience accounts for the majority of daytime viewing, but well-selected day plans can deliver as much frequency among light viewers as higher-priced night plans. • Daytime viewers are better prospects for nearly everything that women buy as consumers, particularly since heavy viewers are also heavy product buyers. • Nighttime network shows still pull most of the biggest tv audiences, but when average women per 100 homes are considered — as ARB did in a recent study — the relative popularity of daytime network shows among women is evidenced by the fact that 12 of the top 25 shows are daytime shows, with daytimers holding the second, third, fourth and fifth places on the list. And, as far as daytime network availabilities are concerned: ABC-TV: Starts its daytime programing at 11:30 a.m., and sells its availabilities in both program segments and minute participations. There's a current trend at ABC, the network reports, toward selling in program segments even though most of the business is now on a participation basis. Current sales level, again according to the network, is "over 90 percent." Recent plans for a shakeup in the afternoon program lineup will be effective as of Dec. 28, with a new serial. Flame in the Wind, going in at 2:00 p.m. ABC's average daytime ratings have trailed the other two networks, but such shows as 30 ™J